Senior Director, Channel Activation & E2E

What You’ll Do

Shape Africa’s Channel Strategy

• Set the Africa channel agenda across Traditional Trade, Modern Trade, HORECA/On-Premise, Convenience and emerging commerce, defining clear where-to-play and how-to-win choices.
  
• Translate shopper, customer and market intelligence into differentiated channel strategies, segmentation and execution standards.
  
• Integrate portfolio, price-pack architecture, RGM, RTM and innovation into channel strategies that drive conversion, affordability, premiumisation and profitable growth.
  

Lead End-to-End Commercial Integration

• Build and continuously strengthen the E2E way of working connecting strategy, demand creation, commercial planning, activation and execution.
  
• Establish quality standards and decision gates for priority growth platforms, ensuring plans are integrated, executable and commercially grounded.
  
• Partner closely with Marketing, Franchise, RGM, Digital, Supply Chain and Finance to eliminate hand-off gaps and improve the quality and speed of execution.
  

Build for Scale

• Identify high-value opportunities, pilot in priority markets, prove impact and codify successful approaches into scalable Africa playbooks and toolkits.
  
• Build channel and E2E capabilities across Franchise and Bottling Partner teams, enabling markets to execute with increasing independence.
  
• Drive execution excellence through common frameworks, scorecards, insights and performance rhythms that improve decision quality without creating centre dependency.
  

Lead Through Partnership & Influence

• Build trusted partnerships with Franchise teams, Bottling Partners and key customers, bringing insight and thought leadership that improves commercial choices.
  
• Engage Bottling Partners at the appropriate strategic level while respecting Franchise ownership of day-to-day bottler relationships and local execution.
  
• Lead complex cross-functional and cross-market initiatives, influencing senior stakeholders and aligning the system behind fewer, bigger commercial priorities.
  

Experience & Requirements

• Significant progressive experience in commercial, channel, customer or sales leadership, ideally within FMCG or a similarly complex consumer environment.
  
• Proven experience developing and implementing multi-market channel strategies across diverse retail and customer environments.
  
• Strong understanding of Modern Trade, Traditional Trade, HORECA/On-Premise and emerging digital commerce.
  
• Strong commercial acumen with experience across RGM, portfolio and price-pack architecture, RTM, customer economics and execution.
  
• Demonstrated ability to lead complex cross-functional transformation across matrix organisations and multiple markets.
  
• Strong analytical and digital fluency, with the ability to translate market, customer and shopper insights into clear commercial choices.
  
• Proven ability to influence senior stakeholders, Franchise teams and Bottling Partners without relying on positional authority.
  
• Enterprise mindset with the ability to combine strategic depth, executional pragmatism and disciplined prioritisation.